Aaron Levant — CEO of NTWRK on Launching 30 Event Brands, Why Ignorance Is Rich, and Shopping at the Speed of Culture

Aaron Levant is the CEO of NTWRK. He's one of the most exciting builders at the intersection of fashion, culture, events, and media. We discuss launching a profitable car magazine at age 9, pitching Marc Ecko on ComplexCon, raising tens of millions for NTWRK from star investors like Jimmy Iovine and LeBron, being "oppositionally defiant", and how he thinks about his career in thirds.
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EPISODE TRANSCRIPT:
Chris Erwin:
Hi, I'm Chris Erwin. Welcome to The Come Up. A podast that interviews entrerepreneurs and leaders.
Aaron Levant:
This is a common theme in my career, which some people say ignorance is bliss, I like to say ignorance is rich. What I mean by that is it's like every single thing I've done I don't know anything about. And when you know too much about something, you become institutionalized with fear. It's because I knew nothing about putting on an event or a trade show, I wasn't scared of it. I just did it, and didn't think about it that much. It just happened, and it was luckily successful.
Chris Erwin:
This week's episode features Aaron Levant, the CEO and founder of NTWRK. Aaron is one of the most exciting builders at the intersection of fashion, culture, events, and media, and he started super early. At just nine years old, Aaron used picture cutouts and a Xerox machine to launch a car mag, and it was profitable. He sold copies to friends at school and advertising to neighbors. Then in his early 20s, Aaron launched a fashion trade show, which he sold to a major exhibition company. There, Aaron had mastered the biggest experiential businesses of the past decade, like when he pitched Marc Ecko on ComplexCon.
But Aaron's not just a builder, he's also operationally defiant. He doesn't follow norms and believes that lack of experience is major advantage in launching startups. This mindset fuels Aaron's current business, NTWRK, which powers shopping at the speed of culture. NTWRK is hands down one of the hottest players in content and e-commerce and has attracted backers like Jimmy Iovine, LeBron, Drake, Foot Locker and many more.
Now, Aaron's story is remarkable but his character is more impressive. He's unconventional, uplifting, and so grounded. That plus hearing him talk about his future plans for NTWRK and how he thinks about his career in thirds makes for a must-listen.
All right, let's get into it.
Chris Erwin:
Tell me a little bit about growing up in the valley, your household, and what your parents were like.
Aaron Levant:
Valley here in San Fernando Valley in LA is a nice place to grow up. A little bit of suburbia, very, very close to LA. My parents were amazing people who were very creatively inclined. My dad was in the entertainment business and spent a long time as a writer, television shows, and things like that. So I'd say I grew up in a pretty creative household. My mom actually had a little independent clothing label in the '80s, so I had some adjacency to the apparel business that I properly didn't even realize until years later, but my mom was always involved in that. My parents were very into pop art, into pop culture. My dad's a huge toy collector, he has 50,000 toys. So this affinity for pop culture is something I've been growing up around my whole life.
Chris Erwin:
Between your father's toy collection and then also being a writer in the entertainment and your mother in commerce, the whole new shoppable entertainment, starting to get where it comes from pretty early for you. When you were growing up, did you think, "oh, yeah, I want to go into Hollywood. I want to be like my dad or I want to do what my mom does." Was that going through your mind at all?
Aaron Levant:
No, never. I mean, I had no interest in doing anything my dad did. I would say, like most people, probably I wanted to do the opposite of what they did so I never ended... Even though maybe what I'm doing has some connection to the entertainment industry now, I was always going the other way. I would say... I never met him, but my mom's father, my maternal grandfather who I never met, was very entrepreneurial. I felt like I've always had something ingrained in me to be entrepreneurial, which different than what my dad did and being interested in businesses where my dad has no interest in business whatsoever. He almost despises it to a certain extent. So I would say I rebelled against anything my parents did and wanted to do my own thing, for whatever reason.
Chris Erwin:
What type of businesses was your grandfather building back in the day?
Aaron Levant:
He was in real estate, which is something I didn't get involved in either. Again, I hear this all by way of my mom and my grandmother, but he was just very entrepreneurial from a young age, always trying stuff, apparently a very, very smart guy. So, I try to think that's where I get some of smarts from, because my dad is just not a business inclined guy. He's all about being creative.
Chris Erwin:
I think you need both sides of the brain for what you're building right now, so it makes sense.
Aaron Levant:
Definitely.
Chris Erwin:
Your entrepreneurial ambitions, my understanding is that they manifested pretty early. I think you put together a car magazine at eight or nine years old, right? And then you were selling that to some of your school friends?
Aaron Levant:
I still am and was back then interested in cars. Sometime around maybe nine or 10 years old, I had made a car magazine through just, I guess what now be a zine, just cutting up a bunch of other great images of cars from books and going to Kinkos or what was Kinkos now FedEx now, and photocopying it. I went to my next door neighbor who was an Arby's franchisee, and I sold him the back cover advertisement for I don't even remember the price. But I just knew that my magazine wasn't going to be legit unless there was an ad on the back cover. So I guess I tout that as my very first business deal, and then I was selling that magazine at school and at camp. For whatever reason, I just felt like I was always trying to do stuff like that and did various random projects as early on as that all the way till I was 16 when I started doing some form of real business, I guess.
Chris Erwin:
So it felt like in your pretty early on was that you just wanted to do stuff. You wanted to create, you wanted to try things out. There's just this hustler inside, right?
Aaron Levant:
Yeah. I'm not even sure where it came, but it just felt natural to me to try to create and try to monetize out those creations.
Chris Erwin:
I've also heard you describe yourself as you go through your teens years as being, and I think that's persist through today, oppositionally defiant. Is that right?
Aaron Levant:
Yeah, I think that's an actual word from the DSM, which I think is the book that they use in psychology to define what's wrong with you. It's like the dictionary of mental illnesses. I think my mom pointed that out to me very early, which is I had a tendency to go against authority, for good or bad reason, whether that's kicking the principal in the leg at the first of preschool or doing any number of antics I did through my elementary and short high school years. I always felt the need to go the other direction and go against the grain, against authority. And that was, for some reason, instilled in me, and I think a lot of it had to do with the fact I just wasn't interested in being in school or be at camp or being anywhere there was authority figures trying to tell you what to do and how to dictate what you do with your time. It was all very boring and mundane for me.
Chris Erwin:
Through that resistance earlier on, did that also attract these types of friends and people that you wanted around you? Were you becoming a leader amongst the peer groups saying, "I'm going to do things differently." And people were like, "Yeah, we're going to follow Aaron?"
Aaron Levant:
I would say, as you know, depends. As I was younger, no, I think most of the kids I was hanging out with were pretty nice and I was the jerk in the group. As I got older, I probably attracted the wrong people, and then I spun out of that when I was 18 years old. But no, I was just always doing wrong for myself, not necessarily with others or for others.
Chris Erwin:
My understanding is that in 10th grade you get out of high school and then you start interning at GAT. Tell us what was GAT, and why was that interesting to you at the time?
Aaron Levant:
Probably one of the second or third business adventures was I was really passionate about design and graffiti art and street art all through the '90s when I was a young teen. And being interested in that design and graffiti art and being interested in business, I was trying to figure out how do you make a living out of doing you're passionate about. And then it dawned on me that all graffiti writers were working at GAT, particularly the main place and many other street wear companies doing the T-shirt designs. If you're a great graffiti artist, you're doing topography, it's a great transition into designing t-shirts and make a living for yourselves, so I said, "Okay." I started to develop an affinity to these companies.
Aaron Levant:
Randomly,
Information
- Show
- PublishedFebruary 24, 2021 at 12:00 PM UTC
- Length1h 7m
- Episode8
- RatingClean